,Malaysia

BonusLink garners Digital, Mobile prizes in Marketing and PR

The BonusLink Transformation Project and BLINK App are keys to the company’s loyalty programme growth.

BonusKad Loyalty Sdn Bhd (“BonusLink”) has grown from strength to strength in membership, merchant network and profitability since the company was established in 1998 in Malaysia. With the Transformation project, launched in July 2019, it has further enabled BonusLink to expand and lead in Malaysia’s loyalty space.

The BonusLink Transformation project is characterised by specific Pods that focus on business pillars of the organization. For example, Pod A highlights the firm’s overarching goal of reaching the Transformation targets set by the shareholders, various progress reporting which are required as well as strategic decisions to be made to implement the Transformation roadmap. Pod B emphasizes a redesign of the current loyalty model to retain its members, attract new ones, and enhance the experience of all members and merchants. Pod C focuses on using data-driven insights to operate marketing campaigns and monetize databases, while Pod D centers on the BLINK and Merchant applications as well as the Merchant Portal.

This project has enabled BonusLink to achieve the Malaysia Technology Excellence Award 2021 in the Digital – Marketing and Public Relations category. Under this Transformation project, the development of new member and merchant acquisition framework and go-to-market strategies includes the creation of the BLINK App with a whole suit of features, a new merchant microsite with easy sign-on, the Merchant App and new digital initiatives. Furthermore, BonusLink has also launched the BonusLink Pay (“BLINKIT”) in late 2020, where there are more than 200 merchants now around the Klang Valley region accepting BLINKIT that provides seamless cashless payments to BonusLink Members and the ability to earn & burn Points instantly, coupled with Merchant specific rewards! The target number of merchants joining by the end of 2021 is set at 10,000 around the Klang Valley region, as one-third of the Malaysian population are BonusLink Members and would like to earn & burn Points everywhere!

Another major prize received by BonusLink is the Mobile – Marketing and Public Relations award for its BLINK App. This mobile application has several functions, such as the real-time issuance and transfer of BonusLink Points, instant rewards for transactions, fast and secures cashless payments, personalized promotions, and voucher purchase and transfers. At present, the BLINK App has more than 400,000 registered users. The number of monthly active users, now over 150,000, continues to grow. The company’s target is to have 1.5 million registered users by the end of 2021.

In operating its loyalty program, BonusLink pursues innovation through data science and marketing technology, which guides its brand and marketing efforts. By working with PHD Media on its rebranding program, BonusLink has positioned itself as a brand that appeals to a diverse audience and builds on current brand equity. BonusLink’s proactive approach is an effective way to ensure that the brand will be able to meet its growth targets in the future.
Melvin Ooi, CEO of BonusLink said, “We are honoured to be recognised for the efforts that our team has put into and we will definitely continue to expand digitally so that the loyalty programme can become the lifestyle companion of every member in Malaysia; providing merchants a one-stop loyalty and marketing solution with features such as merchant specific rewards, cashback, voucher management, and instant discounts. Another interesting feature is the use of gamification and coupled with corporate social responsibility initiative, which allows members to contribute to the charity of choice.”

In 2020, BonusLink has successfully onboarded KK Super Mart as a new strategic partner which allows members to collect and redeem BonusLink Points via the BLINK App when they shop at any KK Super Mart outlet across Malaysia. This partnership marks a significant milestone for the company as it demonstrates BonusLink’s efforts in digitally transforming the core loyalty business by tapping into convenience store businesses, catering for today's busy, on-demand lifestyle.

About BonusKad Loyalty Sdn Bhd

BonusLink is Malaysia’s most successful loyalty marketing company and is a service provider to big brands such as Shell, AmBank, Parkson, KK Super Mart, Focus Point, Agoda, EzCab, Merchantrade and many more eminent brands. ‘BonusLink Online Shopping’ was also recently introduced with 20 top online brands such as Watsons, Malaysia Airlines, SportsDirect.com, Shopee and more under its wing. BonusLink is more than a one-destination card, gladly accepted by many of Malaysia’s best brands nationwide, covering various industries. Since its inception in 1998, BonusLink’s membership base has grown to over 12 million Members comprising two thirds of the urban population in Malaysia. Visit www.bonuslink.com.my for more information.

Users can download the BLINK App by simply searching "BonusLink" on the iOS or Android App Stores, available only in Malaysia.

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